In October 2015, Google introduced RankBrain — now the “third most important ranking factor” for website search results according to a Google interview published on Wikipedia.* Wikipedia provided this definition: “RankBrain uses artificial intelligence to embed vast amount of language into mathematical entities called vectors. If RankBrain sees a word or phrase it isn’t familiar with, the machine can make a guess as to what words or phrases might have a similar meaning and filter the result accordingly, making it more effective at handling never-before-seen search queries.” And, “The general consensus is that RankBrain interprets the user searches to find pages that may not have contained the exact words that were used in the user search query.”

So, what does RankBrain mean for your pet or veterinary website results on Google?

This LSA Insider Local Search Infographic lists “veterinarians” as #35 out of the top 142 categories

I came across an interesting local search infographic a short while ago with data that’s important if you’re in charge of marketing a local veterinary practice, and you’re competing against other local options.

I was recently interviewed by Ed Gandia of B2BLauncher.com… and we talked about the many reasons copywriters should use a Creative Brief with their clients. But the reasons also benefit you if you’re marketing pet or veterinary products and services online.

For instance, before you write a web page or embark on an email campaign, you’ll want to ask yourself the following questions first, so it works!

Who’s the target audience?

What do they need?

How can your product(s) help them in the best way? (What makes our solution(s) the best?)

What are the main benefits of your product or service?

What do you want your prospects to DO after reading your web page or email? (Click on a demo video link, sign up for a newsletter, get a specific discount code, make an appointment, etc.)

The answers to these questions will help you make sure your content or promotion works as intended.

There’s a wonderful questionnaire that helps you cover all the important questions so the direction of your web page or email is clear to you, your copywriter, graphic designer, etc. It’s called a Creative Brief and I use it with EVERY project. It outlines the questions above, and much more.

This Brief ensures that you or your writer creates content that delivers exactly what prospects are seeking, so you delight them, drive sales and look like a big hero to them (and your company)!

My post explains that in marketing, the USP (Unique Selling Proposition) is a well-known acronym for explaining why your products, services and business uniquely offer the best solutions for your customers. I like to call it a “Unique Solution Proposition.” And, you not only need a USP for your company, but also for each solution you offer.

Your USPs are important because you need to find a way to stand out from the clutter. You’ll want to articulate them on your website, blog and other materials.

Let’s look at some easy and specific ways to use this mini USP approach for big wins on your pet or veterinary website.(more…)

Pet toys make up just a portion of the record-breaking pet-spending trend in 2015

Last week at the Global Pet Expo 2015, the American Pet Products Association (APPA) released its 2015 numbers on pet spending. The APPA’s annual comprehensive report covers pet spending in the segments of food, supplies/over-the-counter (OTC) medications, veterinary care, live animal purchases and other services.

Overall, pet spending reached $58 billion in 2014. But get ready. In 2015, pet owners are going to bust through all previous spending records by shelling out a projected $60 billion. Wow!

Let’s look at the highlights of that report, and what they mean if you’re responsible for marketing pet products or veterinary services.(more…)